Motorcycles and Scooters - US - July 2009

This report explores the motorcycle and scooter market in the US. It provides insight into the external and internal factors affecting motorcycle and scooter sales, consumption, and ridership trends, and what they mean for future sales, promotional campaigns, and industry innovations. Specific questions that are answered in this report include, but are not limited to, the following:

What effects do rising gasoline costs and the economic downturn have on the overall market?

How can scooter companies use the “green” movement to increase sales?

What effect will a federal law concerning lead have on motorcycle sales?

What segments of the market are stagnating, and what can be done to increase activity?

What companies are driving innovation in their segments, and how can others learn from their success?

What can motorcycle companies do to both better target and increase ridership among women?

What marketing images are considered stale and how can they be updated to better reach younger riders?

What media are industry leaders using to deliver effective marketing campaigns, and what actions need to be taken to improve visibility?

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Race and Hispanic Origin

Figure 49: Motorcycle and scooter ownership, by race and Hispanic origin, April 2009

Cluster Analysis

Mostly Motorcycles

Opportunity

Regular Riders

Opportunity

Simply Scooters

Opportunity

Figure 50: Motorcycle or scooter owner clusters, April 2009

Figure 51: Do you own either of the following? by motorcycle or scooter owner clusters, April 2009

Figure 52: How often do you ride your motorcycle or scooter? If you own more than motorcycle, please answer for the one you ride the most often by motorcycle or scooter owner clusters, April 2009

Figure 53: Where did you purchase the last motorcycle or scooter you bought? by motorcycle or scooter owner clusters, April 2009

Figure 54: What types of vehicles do you have in your household besides a motorcycle or scooter? by motorcycle or scooter owner clusters, April 2009

Figure 55: Thinking about when you bought your last motorcycle or scooter, please tell us how important each of the following features were in influencing your decision of which motorcycle or scooter to buy using a five-point scale where "1" is "not important at all" and "5" is "very important" by motorcycle or scooter owner clusters, April 2009

Figure 56: What do you use your motorcycle or scooter for most? by motorcycle or scooter owner clusters, April 2009